Re: loadings. The Edinburgh route has always had good loadings in first class with the trains I regularly used to use often nearly full. However I understand more people are on the Leeds and Newcastle slow services.
The 1700 in particular was often full in first class to the extent if you went the the resturant your seat would not be vacant if you went back before York. (or at least that became common one the service was a HST). It would be hard to attract more passengers to these services. I suspect loadings on the 1630 have gone down a lot, as why use it when it is a 2 sandwiches service when the following one has a meal and even if you hang around you only arrive 10 mins afterwards at York and further north. Passengers will soon work that out (or be told by the crew if the say they are hungry - I was on the 1600 told if you can wait that extra hour it is worth it - which is of course true)
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I havent noticed the portion of the mains reducing since the new offer came in, but it is of course much smaller than the restaurants. The apitiser is very hit and miss in the sense that about 50% of journeys I have done since the new offering it has not even got loaded and on the others it had just been a few crispy type snacks. The main quality wise is Ok, the portion for virgin fans is about the same but much reduced from pre-may. Only had the deserts not the cheese and biscuits. None of them I would get myself from M&S or cry out eat me - but need to try new things and none of them have disappointed taste wise.
I personally won't complian about the portions, smaller yes but still satisfied and the previous 3 course meal was probably going to help my tyre, so again you could argue east coast are helping your diet

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It will come back to - it is free you expect more if you pay. But it does compare well with Virgin, my only compliant here is it should be on more Anglo-Scottish trains including some heading South!